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Puffin Books

Brand Identity Toolkit

A guide for big dreamers

As Puffin were preparing to celebrate their birthday and 80 years of big dreams, they decided to take the opportunity to refresh their brand’s visual identity. As with many children’s entertainment brands, they wanted to find a way for multiple books and characters, from the BFG to the Jolly Postman and the Christmasaurus, to be present across designs.


Our solution was to create a colourful abstract world for Puffin and all its characters to live in. We created a new Brand identity system including new fonts, colours and an extensive range of patterns. As well as the tools for their Dream Big, Read Puffin Campaign, with a logo, posters and POS. All characters and authors are now unified with a Puffin Yellow outline, and there is a system in place to house all information in a structured and eye-catching way.


Welcome to the world of Puffin…


We’ve loved working with Crush. They’ve created a technicolour dreamer’s toolkit, fizzing with colour, excitement and imagination to take Puffin into 2020. Throughout the project, they were professional, creative and wonderful to work with. It feels like every squiggle and doodle the team shared along the way will find a place in the patchwork of Puffin. We hope it catches the attention of today’s readers and inspires them to keep dreaming for another 80 years.


Brand Marketing Manager

Penguin Random House